PGA Member and Foremost Business Development Consultant James Hare offers six key practical tips to lift your marketing and communications.
James Hare began his career in golf alongside Mark Rogers at Seaton Carew, in County Durham, gaining initial industry exposure which expanded to teaching and custom fitting. He completed his PGA training during this period, establishing a strong foundation for professional development.
Currently responsible for supporting PGA Professionals and golf clubs in the North East of England, Scotland and Ireland, James’s responsibilities as a Foremost Business Development Consultant range from Hull to Brora and also include several accounts in Dublin. He leverages his industry experience to help Foremost members grow their businesses.
Strive for consistency
Regular communication with your members or customers is essential. Whether through email newsletters or social media updates, staying in consistent contact keeps your audience engaged and informed about your services, products, and any updates. If you're not maintaining regular contact, another retailer will be, potentially capturing your customers' attention instead.
Make your content personal
When sharing content, especially on social media, consider using video instead of relying on static images and text. Video content typically generates much higher engagement and shareability. Additionally, your content doesn’t need to be perfectly polished or scripted, imperfect content often feels more authentic and relatable to your audience. Video can also help build trust, as viewers can see the person they’re buying from.
Make it easy to buy and book
Once potential customers are excited about your offerings, make it easy for them to act immediately. If you're selling the idea of better golf through a golf lesson or fitting, ensure that your customers have a simple, straightforward way to book right then and there. Tools and services such as Foremost’s efficient online booking system allow customers to secure their spot without losing momentum.
Build anticipation of what you are offering
Your digital marketing should promote excitement and create a sense of opportunity. As a golf professional, you're in the business of selling better golf, whether through lessons or fittings. Your content should evoke that "I can't miss this!" feeling. Take the time to analyse the language on your website, ensuring it highlights the benefits of the experience you're offering. Remember, you're not just selling a 30-minute golf lesson, you're selling more fairways hit, more putts holed and greater enjoyment.
Keep your website updated
Your website is often the first point of contact for potential customers, so it’s crucial that it accurately reflects your current offerings. Make sure to remove outdated images, old wording, or expired promotions. You don’t want customers to think you’re lacking the latest fitting equipment or launch technology when it’s actually available in your pro shop or custom-fit studio. A well-maintained website helps build trust and credibility, ensuring customers know they’re getting the best and most up-to-date products and services.
Leverage Testimonials and Reviews
Customer testimonials and reviews are powerful tools for building trust with new customers. Don’t hesitate to ask a satisfied customer for a review or testimonial. A simple "Could you leave me a review?" can go a long way. Remember, customers are more likely to trust a business with hundreds of positive reviews rather than just a handful, so it's important to encourage feedback wherever possible.
